AMD is reportedly set to increase the prices of its GPU families for the second time, following a similar move in October. The company has internally notified partners that the price hike is a necessary response to a significant increase in memory procurement costs. This change is expected to affect all of AMD's GPU models, including its consumer-focused Radeon lineup as well as its workstation and AI products. While a specific date and the exact amount of the price increase have not been confirmed, the next shipments to partners are expected to reflect the new pricing. This industry-wide issue is not unique to AMD, as reports suggest that competitor NVIDIA is also contemplating a similar price increase for its GPUs in the near future due to the same pressures from the DRAM sector.